Blaze Pizza launches a new value platform

Blaze Pizza, looking to bolster its business at lunch and through its mobile app, on Thursday launched a new value program, a relative rarity for a fast-casual chain.

The Los Angeles-based fast-casual pizza chain announced a “$5 Lunch Hack,” with a build-your-own half pizza from open through 4 p.m. on weekdays. Customers can also add a side salad or four dough knots for “a little more,” the company said.

Blaze is also offering two pepperoni pizzas for $10 through its online ordering site and mobile app.

The deals are available for a limited time at participating locations in the U.S.

Value strategies have become important in a restaurant business that has struggled recently to generate consistent traffic. According to the Technomic Chain Restaurant Index, traffic to restaurants declined 5.4% in November. And fast-casual chains in particular had a problem getting customers: The sector’s traffic fell 6.7%.

Blaze has been aggressive in its use of technology and delivery, but its value push makes it more unique in the fast-casual sector.

Blaze’s value offers are targeted at specific goals, aiming to build business where the company wants more traffic. Lunch has long been a major part of the overall fast-casual pizza strategy, and many chains have used discounts to bolster use of their online ordering capabilities.

“Blaze has always offered the best quality pizzas at an insanely good value,” CEO Jim Mizes said in a statement, “but in 2019 we’re taking it to the next level, leveraging these new platforms to help us deliver the most deliciously accessible pizzas on the planet.”